Apparently, nearly everyone is looking for a bargain these days, especially women: 93% of women age 16-54 who use mobile devices say they are always on the lookout for special offers; moreover, 68% of such women say they are interested in receiving discounts via their mobile phone, according to a survey from miBuys Ltd.
Although today's mobile coupon offers are dominated by location-based dining offers, respondents indicate a clear preference for mobile coupons relating to retail goods and services (53%)— over three times more than for dining-related offers (16%).
Below, other findings from the study What Women Want by MiBuys Ltd.
Mobile phones play a central role in the lives of women who use mobile devices:
- 93% say they would be lost without their mobile phone.
- 94% browse the mobile Web at home and roughly two-thirds access it while in transit (trains, cars, buses).
- 84% access the mobile Web nearly every day.
- 70% expect their mobile Web use to increase in the future.
Taking Action on Mobile Ads
Most surveyed women (84%) say they have noticed advertisements while browsing the Web with their mobile device, whereas 11% say they have not seen mobile ads and 5% say they are not sure whether they have.
Fewer women have taken action: 57% of women say they have clicked on a mobile banner or text ad, 28% say they have not, and 15% say they are not sure:
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Strong Interest in Technology, Social Sites
Contrary to the common view that technology is a predominantly masculine interest, keeping abreast with new technology is a driver for 94% of surveyed women.
Interest in online social communities is also strong: 86% of surveyed women say they use social networking and online community sites.
Among those women, the most popular sites are Facebook and Yahoo Groups—both used by roughly one-half (52%) of women.
Some 41% of women say they use MySpace, while Twitter is gathering momentum—roughly 23% ("Other," consisting primarily of Twitter users).
Over one in ten women (11%) are power social networkers, using at least four online communities, though 14% say they do not use online communities at all.
"This research sends a clear message to advertisers that women are already engaged and eager to explore new mobile services," said Mark Bamber, CEO of miBuys.
"It also supports our belief that mobile phones and devices can already play a significant role in connecting retail brands with their customers. It is perceived that women are only just embracing mobile services, but the truth is they're already well beyond this point and now want access to the entire high street through their phone."
About the data: miBuys gathered data via short surveys within its North-American shopping channels, which target women age 16-45. Results are based on responses to 50 questions among 1,600 participants age 16-54, of which 92% were women and 80% were from the US. All responses were completed on a mobile device and submitted directly from mobile browser sessions.